Factors Influencing the Success of Permission-Based E-Mail Marketing Websites: An Integrated Perspective

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Author(s): Hsin-Hui Lin (National Taichung University of Science and Technology, Taiwan), Hsien-Ta Li (National Cheng Kung University, Taiwan)and Yi-Shun Wang (National Changhua University of Education, Taiwan)
Copyright: 2017
Pages: 28
Source title: Handbook of Research on Technology Adoption, Social Policy, and Global Integration
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2668-1.ch015

Keywords: Business & Management / Business and Organizational Research / Business Science Reference / Global Business

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Abstract

This research reports the development and testing of a permission-based e-mail marketing (PEM) website success model that integrated perspectives on information management/e-commerce, media/communication, and customer/marketing research. Specifically, the relationships among customer benefits, relationship quality, and relationship outcomes are examined. Data were collected from an online survey and analyzed with structural equation modeling. The results indicated that information quality benefits and ease of use benefits have positive effects on user satisfaction and user commitment and entertainment benefits positively influence user satisfaction. User satisfaction and user commitment have positive effects on user loyalty and user word of mouth. However, confidence benefits, social benefits and special treatment benefits have non-significant effects on user satisfaction, user commitment, user loyalty, and user word of mouth. It concludes that, unlike brick-and-mortar context, relational benefits emphasized by customer/marketing research do not play a significant role in influencing relationship outcomes in the context of PEM websites. Rather, functional and process benefits are important in establishing PEM website success, which supports the perspectives from information management/e-commerce research and media/communication research.

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Factors Influencing the Success of Permission-Based E-Mail Marketing Websites: An Integrated Perspective

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